They also sell 1.8 billion servings of Coke a day. Let's give Coke the huge benefit of the doubt and assume that everyone who ever followed Coke on Facebook is still active. This means that if they reached all their followers on Facebook on any given day they could reach about .05 of their customers.
But a Facebook post doesn't reach all followers. It reaches about 2.27% of followers. So if all their fans were on Facebook at the right time the largest fraction of their followers they could expect to reach would be .05 x 2.27% which equals about .001. This is not a large number.

But wait, it gets smaller. Among people who are reached, about 11% engage (this is a very charitable estimation which I don't believe for a second, but we're being generous here, right?) So the actual fraction of its followers that Coke could realistically expect to influence with a Facebook post is .0001.

It's hard to get much closer to zero.

*Warning: Exposure to copywriter math can lead to fatigue, hallucinations, and chronic diarrhea.

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"Delusional thinking isn't just acceptable in marketing today -- it's mandatory.""Good ads appeal to us as consumers. Great ads appeal to us as humans."

"Social Media: Tens of millions of disagreeable people looking to make trouble."

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